2013 Winners & Shortlists

Results and Effectiveness

- Over 740,000 fans on Facebook in only 4 months - 4th most popular page amongst regional beverage Facebook pages - 3rd most popular page out of regional TV music shows - Massive amount of un-solicited PR. - Over 0.7% Facebook page engagement – well over industry average of 0.11% - Over 1.61 million page views

Creative Execution

In partnership with the leading channels, a TV program of 9 episodes was created. Coke Studio was taken on multiple social platforms that include: Facebook, where exclusive photos, videos and exciting behind the scenes news were shared. A dedicated YouTube channel was set up to host all the highlights, music videos, and fusion songs as well as teasers and fan videos. Twitter was used to keep consumers interested and updated. Coke Studio & Me application on Facebook was created, where users co-created a song with Yara using their webcam and microphone. Bringing this online interaction to the real world we created the regions 1st Hologram where fans recorded a live song with Yara before an audience resulting in a concert-like live show. The videos were then hosted on our Coke Studio Page (through a Facebook app), where contestants and fans alike, were allowed to vote for their favorite “show”.

Insights, Strategy and the Idea

Challenge: To build & maintain Coca-Cola’s association with music in a world where youth is not only watching TV but also on their digital platforms (PCs, Tablets, Mobiles, Social media websites). Our insight: To the Arab youth, music is an effective mean to express an innate desire to be seen positively by the world through a message of unity, collaboration & optimism - Coke Studio was created.